B2B Marketing Blog

Receiving Offline Mileage From Your Online Content

By Lauren Hylbak
Nov 6, 2013

Guest Post by Matthew Brennam, a marketing writer for Nimlok Online.

The sheer number of marketing channels available to businesses grows every day. It’s easy to become overwhelmed and confused on how to spend your marketing budget. Businesses don’t need to recreate the wheel every time they want to try something new – even when that transition is from online to offline.

In fact, the marketing materials that achieved success online can be used to impact your offline audience. It can give them the opportunity to receive more exposure. It’s another way that local businesses can move their online marketing success into their offline channels.

online marketing success

Here are five suggestions for repackaging your online marketing materials offline: 

Infographics For Ads – If you’ve achieved success with your online artwork, it may be time to use it offline. Photos, infographics or regular graphics can all be recycled for print ad usage. Using successful online images can be a great way to improve your business’s brand and its cohesiveness. If you’re on a bit of a budget, there’s no reason to develop all new artwork every time you want to run a print ad. Especially if you were a fan of the previous work.

Blog post for print use – Do you send out a print newsletter or catalog? That blog post that saw a high amount of clicks, comments and shares might be the ideal piece to include in your print materials. The subject matter is likely applicable in both places, and it can save you the effort of needing to write a brand new message for that print newsletter. This is a great way to increase your exposure and value with your print audience. 

Posts and Tweets For An Informational Sell Sheet – Sometimes your audience is looking for a clean and simple message. If you have an upcoming trade show or corporate event, an informational sell sheet may be just what you need. Instead of writing all new material, why not take the best educational Tweets and posts and repackage them on a sell sheet? That way your offline audience can also benefit from your industry expertise. It’s a great way to show people how much you know about your industry.

Print your eBook – Ebooks are great and all, but consumers love having something to hang on to. Printing your ebook and offering a physical item can work wonders for your marketing. It will make your customers feel like they’re getting real value. It can also open up another way to sell a product, or become a great way to say “thank you” to valued customers. Either way, sometimes having your work accessible in print can make things easier for your audience.

Use Your Blog Posts For Sales Packets – Every day your sales force is inundated with questions about your product. You should be using your blog to answer those questions. It’s easy to take this strategy one step further. Try arming your sales force with printed copies of your blog. That way they can always leave pertinent information with potential customers, and incorporate more perceived value into the equation. It’s a great way to improve that initial impression, which is so important in the sales process. It’s a great way to educate people on your industry, leaving them with a more complete picture about what it is that you do.

 
About the Author: Matthew Brennan is a marketing writer for Nimlok Online based in the Chicago area. He regularly writes about content marketing, blogging, and engaging with your audience. He has been published on ProBlogger, Soshable, and Business2Community. Connect with Matthew on Google+

B2B Marketing Attribution 101  An intro guide to attribution for revenue-driven B2B marketers  Download Now

Topics: bizible blog, small business marketing, Social media

  New Call-to-action